Separating Hype vs Reality: The Top 3 Sales Activities ... · Tone, rate of speech, volume, and...

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Separating Hype vs Reality: The Top 3 Sales Activities that (Really) Predict Revenue

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Today’s Presenter

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Eric Esfahanian SVP of Sales & Marketing

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Hype? What Hype?

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The Reality

$26.3BSpending on CRM software in 2015UP 12.3% in 2015

45%Forecast deals that are actually won

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Before We Begin

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Accuracy Matters

The more visibility sales managers have into their sales rep’s calling data the better they can manage and ultimately improve the effectiveness of their teams.

Did You Know?12% of typical American business’ annual revenue is lost as a direct result of INACCURATE CRM DATA

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Where CRM Systems Fall Short

Based on subjective data: Speculative hunches hampered by sales rep optimism: Manually entered! Often from memory (if at all). : Report only what sales reps SAY they did

Data only reflects what sales reps report: Not what a sales rep actually did: Not how many, how much, or how long: Not what a sales rep said or how they said it

Reported data is not validated : Does a deal really have an 80% probability of closing at the

end of the month when last contact was a two-minuteconversation two months ago?

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4 Must-Haves to Accurate Sales Forecasting

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Here are FOUR absolute requirements THAT youneed to have in place to ensure a high level of accuracy in your sales reporting.

: DATA IS automated: DATA IS available in real-time: DATA IS consumable in context: DATA IS tied to outcomes

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Sales Activity #1: Calls to Contacts

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: How many call attempts does it take to initiate a live conversation?

: Raw Activity Output

: Minimum Baseline Metric

: Applicable for all sales functions, not just telemarketing

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Why It Matters

: Sales reps are paid for performance

: Outreach for sales and service is an expectation

: If a rep isn’t generating phone-based activity, they are not doing their job

: All new revenue progress starts with selling activity


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Sales Activity #2: Call Attempt Frequency

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: Persistence is key to success

: Vast majority of sales calls are dialed 3 or fewer times

: Lead Management and conversion tracking

Did You Know?The average salesperson only makes 2 attempts to reach a prospect, but it takes approximately 7-13 touches to generate a B2B qualified sales lead.

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Why It Matters

: Success is directly correlated with numerous attempts on each number

: 4 x more likelihood of success at 7,8,9th dial: Dramatic impact on average agent effectiveness


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Sales Activity #3: Contact / Close Ratio

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: Conversational effectiveness

: How many conversations result in close

: Patterns of behavior

: Variables of the definition

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Why It Matters

: True rep productivity metric: Who are the leaders: Control the “lever” of activity: Work backwards to establish a minimum

activity standard for all reps in a group: Training and managing to a standard


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Case Study: How the Right Sales Activities Impact Your Revenue

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How the Right KPIs Impact Your Revenue

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The Approach Via in-network data capture and dashboards providing real-time context, Managers obtained 100% accurate visibility into their agent’s performance against a several key metrics and goals

By establishing a baseline of minimal activity for agent population, managers could finally manage to a standard that was pinned to true effectiveness metrics.

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Leads NOT Fully Exhausted - 98% of leads were being called less than three times and 88% were being called only once.

Persistency is Key - For numbers dialed once, agents only had a 1% chance of setting an appointment, yet when agents made between 4-8 calls to the same number, they had a significantly higher chance of setting an appointment.

Minimal Activity Standards– Through the tracking of agents’ calls, Managers were able to identify exactly who was making their calls and who was not. Less than half of reps were meeting in the minimum threshold. Staggering impact on revenue growth.

Call Strategy–Half of company’s growth was projected to come from phone-based selling and they relied on a strategy of luck and hope. Without accurate activity capture, there could be no strategy to calling across the organization.

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Results:With access to agents’ call activity and outcomes, Managers had enough insight to make

meaningful decisions that really improved average effectiveness.

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Top Performers/Bottom Performers – Using the leaderboard, Managers quickly identified their top agents, offices and regions by KPIs of call activity categories over a day, month, week, bridging the visibility gap for managers and encouraging competition between reps and offices.

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The Value of Improved Effectiveness

!"#$$Estimated monthly improvement in appointment setting leading to upsell or cross-sell conversions

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Hiring, Onboarding and Training

%&'Savings in time & cost of evaluating staff performance, likelihood of long-term success for acquisition personnel

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Increased Customer Retention

('Increased retention due to managing touchpoints at regular intervals. Build one-to-one relationships.

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Bonus: How to Achieve Ninja-level Sales Management

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Manage Quality of Phone-Based Performance

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Manage Quality of Phone-Based Performance

Manual Activity Logs OpportunitiesVisible

The high mobility of sales reps make them difficult, if not impossible to monitor.

If you can’t see it, how can you affect it?

InvisiblePattern Recognition

Voice Conversations

Training Issues

Bad practices

Poor Lead Mgmt.

Success Criteria

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Then: Call Centers: Resource Intensive - $$: Fixed Hardware Software Now: Secure Cloud Enabled: User-level access from any device: Targeted and Adaptable

Call Recording & Analytics

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The Real Power of Targeted Speech Analytics

"()%'Y-o-Y Drop in Sales Quota Attainment in 2015

(*Cross-selling and upselling effectiveness for SA users vs non users

Aberdeen 2015

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Speech Analytics Help Managers Manage

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Patterns of Behavior that Work (and don’t)

: Speech analytics can help managers learn why some calls convert and others don’t, and why some agents perform better than others

: Companies have the ability to set keywords or phrases that trigger push notifications to immediately alert managers of a conversion.

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Rep Confidence

: When recording every call agents make, speech analytics listens for acoustic indicators like hesitation, overuse of crutch words (like, you know, ummm) that are coachable opportunities for new or developing reps.


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Emotion AlertsWhen it’s not the specific words that are causing agents to miss opportunities, but rather their emotional state or their reactions to the emotional state of a prospect, call recording with speech analytics can capture otherwise completely unattainable data.

Tone, rate of speech, volume, and silence percentage are all valuable clues as to how an agent interacts with a lead and what additional training might be necessary to improve that agent’s outcomes.

Script adherence and liability issues too.


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Accuracy Matters - Key to A Highly Effective Sales Team

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The Three C’s:

: Culture : Consistency : Continuous Improvement

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www.learn.gryphonnetworks.com/sp/

866-366-6822

Want To Learn More

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Questions and Answers

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Separating Hype vs Reality: The Top 3 Sales Activities ... · Tone, rate of speech, volume, and...

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